We are delighted to announce the winners of the LinkedIn Marketing Awards 2018, representing the best in B2B marketing on LinkedIn.

We received hundreds of entries from across EMEA from large and small businesses, with a range of marketing budgets, marketing goals and successes. The overall standard was excellent, demonstrating that there is more innovative and creative B2B marketing happening on LinkedIn than ever.

We want to say a big thank you to all our entrants and and massive congratulations to our finalists and the winners!

Best B2B Brand Campaign Winner

This award recognises the most creative and effective campaigns on LinkedIn that drive brand awareness and change perceptions

Build awareness and consideration at ‘moments of truth’ in the Foreign Direct Investment (FDI) journey

Drive awareness in key aspects of Ireland’s investment proposition, such as a stable policy and regulatory environment and the availability of talent

Establish relevance across different companies and industries in different markets

About the campaign:

The campaign transformed Ireland’s profile as an investment destination through expert use of different marketing touchpoints on LinkedIn, reaching and nurturing an audience of over 800,000 people, which represented 43% of IDA Ireland’s total target audience. It drove a 25% rise in engagement, contributing to 237 decisions to invest and helping to create more than 20,000 jobs.

Judges’ comments:

“IDA Ireland had thought about LinkedIn as a platform first and then built its campaign around it. They were very clear about their objectives from the start.”

Raise awareness across language barriers, and for countries at different stages of development

Support and influence a long buying cycle of up to two years

About the campaign:

Earth-i leveraged the beauty of its own images and the precision targeting capabilities of LinkedIn data to achieve powerful reach across its tiny, specialist target audience. The campaign generated over 118,000 impressions, doubled traffic to the Earth-i website, and enabled the business to generate several hundred leads and significantly accelerate its buying cycle.

Judges’ comments:

“This campaign succeeded in reaching and engaging 30% of Earth-i’s total, addressable target audience, and really put the business on the map. It was hyper-focused, beautiful to look at, and you could see a lot of thought had gone into it.”

Marketing that delivers effective and strategic lead generation on LinkedIn with measurable benefits to the business' bottom line

Brand: Dropbox Business Agency: Transmission (formerly Pulse)

Campaign: Dropbox Always-On Demand Generation

About Dropbox Business:

Dropbox simplifies collaborative working for businesses by providing a central place to access and share files.

Campaign goals:

Improve the quality of Marketing Qualified Leads (MQLs)

Maintain a competitive cost per lead (CPL)

About the campaign:

Dropbox Business and Pulse transitioned from short bursts of activity to an always-on lead generation campaign on LinkedIn that combined beautiful, impactful creative with custom targeting segments and a focus on sales and marketing alignment. This delivered 235% of the MQL target with an ROI of 29x.

Judges’ comments:

“From end to end, it was just a really impressive campaign. They had thought very deeply about how the brand activity linked to the lead generation activity, which then linked to the sales enablement activity, and the role that LinkedIn played throughout that.”

Recognising small businesses on LinkedIn that are delivering metrics that matter: more leads, higher quality leads and revenue growth

Brand: Raconteur

Campaign: Thought Leadership Masterclass

About Raconteur:

Raconteur is a premium publishing house, with special reports, digital and custom publishing divisions.

Campaign goals:

Engage with senior B2B marketers through their attendance at Raconteur’s Thought Leadership Masterclass

Generate 45 Marketing Qualified Leads (MQLs)

About the campaign:

Raconteur used inspirational video from its previous thought leadership masterclasses, and combined this with Carousel Ads to drive quality engagement and exceed all of its campaign goals, generating over 60 MQLs at a CPL costing 35% less than the target and driving high-value sales conversations and conversions.

Work that leverages LinkedIn's insights, audience needs, products and platform to deliver innovative and original marketing campaigns

Brand: Dassault Systèmes Agency: Labelium

Campaign: Actionable Path for Marketing and Sales Collaboration

About Dassault Systèmes:

Dassault Systèmes, the 3DEXPERIENCE Company, provides businesses and people with virtual universes to imagine sustainable innovations. Its world-leading solutions transform the way products are designed, produced, and supported in all industries, including energy and utilities.

Campaign goals:

Position Dassault Systèmes as a trusted advisor for the energy and utilities sector

Support an Account-Based Marketing (ABM) approach

Generate leads and start relevant sales conversations

About the campaign:

Innovative use of both sales and marketing tools delivered a seamless customer journey that took decision-makers at Dassault Systèmes’ target accounts from awareness through to enhanced conversations with sales, and delivered a big increase in pipeline value.

Judges’ comments:

“The most impressive part was how this campaign brought the sales and marketing departments together to deliver success.”

Reach business and investment decision-makers and influencers at scale

About the campaign:

Asking the provocative question: “What if the smartest decision was to invest in the planet?", ACCIONA’s striking films generated almost 1.5 million views with a view rate of 44.5% and video completion rate of 16.5%.

Judges’ comments:

“Because the content was so emotive, you wanted to watch it all the way through to the end. You could see it was part of an integrated campaign and there was a great ongoing experience when you clicked through to the landing page as well. Great job!”

Jeroen’s posts on topics like The Hospital of the Future, and the role of AI in healthcare established him as a LinkedIn Influencer, generating tens of thousands of views for each post, growing his follower numbers to over 129,000, and establishing him as a sought-after columnist and speaker.

Judges’ comments:

“It’s a great example of businesses being brave, holding up their stakeholders, and using them to showcase the personality behind the brand.”

Jeroen’s posts on topics like The Hospital of the Future, and the role of AI in healthcare established him as a LinkedIn Influencer, generating tens of thousands of views for each post, growing his follower numbers to over 129,000, and establishing him as a sought-after columnist and speaker.

Judges’ comments:

“It’s a great example of businesses being brave, holding up their stakeholders, and using them to showcase the personality behind the brand.”